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European regulations overview and guidance

Tag an ad request for EEA, the UK, and Switzerland users for restricted data processing

You can mark your ad requests to receive treatment for users in the European Economic Area (EEA), the UK, and Switzerland for restricted data processing using the TFUA (formerly “Tag For Under the Age of Consent”) tag. This feature is designed to help facilitate compliance with the General Data Protection Regulation (GDPR) and related child privacy regulations, such as the Age Appropriate Design Code (AADC). Note that you may have other legal obligations under the GDPR and AADC. Please review all regulatory guidance and consult with your own legal counsel. Please remember that Google's tools are designed to facilitate compliance and do not relieve any particular publisher of its obligations under the law. Learn more about how the GDPR and AADC affect publishers.

When using this feature, a TFUA parameter will be included in the ad request. This parameter disables personalized advertising, including remarketing, for that specific ad request. It also disables requests to third-party ad vendors, such as ad measurement pixels and third-party ad servers.

Including the TFUA parameter in an ad request takes precedence over any applicable app-level settings.

If you're using Google's advertising services and would like to request restricted data processing treatment per COPPA at the site, subdomain, or app level, rather than per ad request, see Tag an app for child-directed treatment.

Note: If your app is using the tagForUnderAgeOfConsent (TFUA), it must not transmit certain identifiers (including the advertising ID) for children or users of unknown age. Update your SDK to Android 20.6.0 GMA SDK or later and/or iOS GMA SDK 7.67.0 to ensure that the advertising ID is not transmitted when an ad request is tagged with TFUA. You can also choose to disable the advertising ID for your entire app by preventing the advertising ID permission from being merged into your app.

Google Mobile Ads SDK

As an app developer, you can indicate whether you want Google to treat your content as suited for restricted data processing when you make an ad request.

You can set tag_for_under_age_of_consent to indicate a restricted data processing. Read the developer documentation for Android and iOS for more information.

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